The largest telecom­mu­ni­ca­tions provider in Switzer­land believes test­ing is the key to opti­miz­ing busi­ness via the web.

Swiss­com AG con­tin­u­ally tests and retests web­pages using the Adobe Tar­get solu­tion within Adobe Mar­ket­ing Cloud. Always striv­ing to deliver the best pos­si­ble cus­tomer expe­ri­ence, no detail is too small for mod­i­fi­ca­tion. In fact, by using mul­ti­ple solu­tions within Adobe Mar­ket­ing Cloud, Swiss­com metic­u­lously mea­sures, mon­i­tors, and ana­lyzes every step each vis­i­tor makes—from the online mar­ket­ing chan­nel that brought them to Swiss­com through each of the company’s online stores.

Seem­ingly small dif­fer­ences in word­ing or design can increase sales, appli­ca­tions, or requests by more than 100%,” says Klaus Völk, senior con­sul­tant at webal­yse mar­ket­ing & con­sult­ing GmbH.

Volk advises Swiss­com on A/B test­ing, in which ran­domly selected vis­i­tors are shown dif­fer­ent ver­sions of web pages. Each visitor’s behav­ior is tracked using Adobe Site­Cat­a­lyst and expe­ri­ences are tested with Adobe Tar­get. For instance, when use of the search func­tion at Swisscom’s Inter­net por­tal, Bluewin​.ch, began to decline, Swiss­com com­pared the exist­ing page with three alter­na­tives. Tests revealed that sep­a­rat­ing the search func­tion from a nearby weather app and adding white space around the search field increased click-throughs 43.2%.

Sim­i­larly, Swiss­com tested the teaser in the mid­dle of the Bluewin​.ch home­page. In about one day, 675,000 vis­i­tors were shown one of three ver­sions: the cur­rent ver­sion of a gen­eral inter­est rec­om­men­da­tion with a photo; TV list­ings with images from cur­rent pro­gram­ming; and a list of news head­lines. The head­line vari­a­tions resulted in a 290% increase in clicks over the cur­rent version.

The seam­less inte­gra­tion of Adobe Mar­ket­ing Cloud solu­tions, includ­ing Adobe Ana­lyt­ics, Adobe Tar­get, and Adobe Expe­ri­ence Man­ager, means tests can be con­fig­ured and acti­vated within the con­tent man­age­ment sys­tem in just min­utes. Plus, by using tools such as Adobe Gen­e­sis, Swiss­com can view and opti­mize cam­paign and con­ver­sion per­for­mance using a vari­ety of third-party online mar­ket­ing applications.

Click to learn how Swiss­com improves cus­tomer expe­ri­ences using Adobe Mar­ket­ing Cloud. (http://​adobe​.ly/​1​0​b​M​V3I)

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